BRIEF In 2012, Chevy was preparing to introduce the Cruze Clean Turbo Diesel at about the same time that Goodby Silverstein was getting ready to roll out the Find New Roads campaign. This CRM had to effectively introduce a very tech-y new car (about which we had almost literally no information) while simultaneously establishing a set of design practices intended to last for decades, as this was the first piece to ever use the elements of the new campaign. It also had to cost nothing more than a piece of paper.
SOLUTION The FNR campaign (from a design standpoint) is about cleanliness (white, gray and Chevy gold). It’s also about that angle that you’re looking at. The angle was a straight pickup from the Chevy bowtie and I am bound by confidentiality agreements not to divulge the exact measurement and also I don’t remember it. Anyhoo, I developed this piece with a focus on The Secret Angle. When fully closed it looks like the image at the top of the page. The viewer (intuitively holding the piece at its furthest points) simply tugs (to release the fugitive glue) and the panels unfold as shown below.
RESULT The client loved this piece. So much so that they insisted on printing it really big (it’s about two feet long when open). As far as practical results are concerned… ummmm… I think they still sell this car, so that’s good, right?